The evolution of the image of Saint Vladimir in the XXth and the beginning of the XXIth c. are traced in the article. Also its place in the pantheon of Russian and Ukrainian national heroes is shown and the well-founded assumptions about the prospects for the demand for the image of St. Vladimir in historical memory are given in the paper. There is a wide range of sources of forming of mass views about Vladimir Svyatoslavovich (educational literature, fiction, monumental propaganda, church commemoration, audiovisual sources) in the focus of the article. The problem of the politics of memory, related to the image of the character in question takes an important place in the article.